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Digital engagement: internet marketing that captures customers and builds intense brand loyalty

Author: Harden, Leland Publisher: AMACOM, 2009.Language: EnglishDescription: 244 p. ; 23 cm.ISBN: 9780814410721Type of document: Book Bibliography/Index:
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.126 .H37 2009
(Browse shelf)
Available 900193962
Total holds: 0


Digital Engagement Internet Marketing That Captures Customers and Builds Brand Loyalty Contents Foreword ix Acknowledgments xi 1 3 29 PART I: FUNDAMENTALS OF SUCCESS FOR DIGITAL ENGAGEMENT CHAPTER 1: Goals and Expectations Case Study: Kidzter corn: Launching into Kid Space CHAPTER 2: Making Over Your Website: Can You See Me Now? Case Study: Tommy Hilfiger USA: When a Picture Is Worth a Thousand Dollars CHAPTER 3: Your Domain Name: How Online Branding Works Special Section: Branding in China PART II: ATTRACTING CUSTOMERS CHAPTER 4: Search Engine Marketing: Optimize and Win Special Section: Legal Issues of Paid Search CHAPTER 5 : Let's Go Viral: Creating Buzz Case Study--Sega: Kick-Starting Virality with the Sega Rally Revo TM CHAPTER 6: Web Video: The New, New Thing Special Section: Here's the Pitch: Best Practices from Team TubeMogul CHAPTER 7: Affiliate Marketing: The Automated Referral Network Special Section: Publisher Code of Conduct--Still a Good Idea CHAPTER 8: Public Relations 2.0: Moving Beyond the Traditional Media Case Study: Toyota's Branding in the Blog Space Aims for Conversations, Not Conversions CHAPTER 9: Paid Media: Advertising Works Harder on the Web Case Study: Napster Returns 46 65 67 94 112 135 148 174 CHAPTER 10: 1Vietric's and Measurement: Direct Marketing on Steroids 193 Special Section: Puzzling Out the Metrics of Engagement: An Interview with Dave Smith CHAPTER 11: New Marketing Channels: Virtual Worlds, Advergaming and Wireless Mobile Search Where Do You Go from Here? Digital Engagement Scorecard A Web Marketing Glossary Index 215 230 231 233 239

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